Vol. 8 No. 2 (2023): Turkish Journal of Marketing
Articles

The effect of attitude towards influencers on purchase intention: The mediating role of trust in the brand

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  • Bekir Özkan,
  • Aidana Yerezhep
Bekir Özkan
Dr. Öğr. Üyesi, Bursa Teknik Üniversitesi, Bursa, Türkiye
Aidana Yerezhep
Bursa Teknik Üniversitesi, Bursa, Türkiye
DOI: https://doi.org/10.30685/tujom.v8i2.182

Published 06/26/2023

Keywords

  • Influencer, Fenomen, Sosyal Medya, Satın Alma Niyeti, Marka Güveni
  • Influencer, Phenomenon, Social Media, Purchase Intention, Brand Trust

How to Cite

Özkan, B., & Yerezhep, A. (2023). The effect of attitude towards influencers on purchase intention: The mediating role of trust in the brand. Turkish Journal of Marketing, 8(2), 37–50. https://doi.org/10.30685/tujom.v8i2.182

Copyright (c) 2023 Bekir Özkan- Aidana Yerezhep

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

With the increase in the use of social media, it has gained importance to carry out marketing activities through social media. Marketing activities done by certain people on social media platforms, especially on Instagram, are called influencer marketing. Today, some influencers have a large number of followers and have a significant influence on them. This study aims to determine the effect of the attitude towards influencers on purchase intention and to determine the mediating role of trust in the brand in this effect. For this purpose, data were collected with a questionnaire prepared online, and the obtained data were analyzed using SPSS and AMOS programs. According to the results of structural equation modelling, it was concluded that attractiveness and expertise, dimensions of influencer attitude, do not affect purchase intention, while reliability affects purchase intention. In addition, trust in the brand; is concluded that attractiveness and reliability have a full mediating effect on purchase intention, while expertise has a partial mediating effect on purchase intention.

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